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It’s not new news that younger more diverse consumers are at the core of the general market and they’re leading growth in population and spend. Even more important they have a profound effect on everything from pop culture to politics and are redefining American culture and values. In a society that is largely comprised of and shaped by diverse consumers and influences it’s time to embrace that diverse culture is mass culture. These cultural shifts have left many marketers trying to the figure out the right model to integrate diverse consumers into their general market efforts however the solution to marketing to diverse consumers is not total market, it’s just marketing.

Steve Barrett added the remit of editorial director of PRWeek Global to his PRWeek US editor-in-chief duties in November 2015.
He is charged with overseeing the development of the brand’s collaborative, global editorial products, and pursuing opportunities and partnerships aimed... Read More →

Nydia J. Sahagún’s career as a leading and award winning national marketer spans over 18 years and includes work at top national retail and financial services brands. Nydia currently leads diverse segment strategy at Wells Fargo Corporation, a Fortune 30 Company. As Senior Vice... Read More →